After 25 successful years in Canada, Corona Extra is proud to launch their new brand campaign encouraging consumers to step outside of their comfort zone, lead an extraordinary life and ‘Live Mas Fina’.

Created by Toronto based agency of record Zulu Alpha Kilo, the new positioning reaches out to attract new Corona drinkers with a rallying cry of Live Mas Fina (Live the Finer Life). The new tagline is inspired by the heritage and message emblazoned on the beer’s iconic ceramic label since 1925, La Cerveza Mas Fina.

“The campaign is a challenge to live life on your own terms and never accept ordinary.” says Drew Munro, President & CEO at Modelo Molson Imports L.P, “Corona Extra is no ordinary beer, it is the original Cerveza with the unique lime ritual, sold in over 180 countries around the world — it’s time for everyone to get out there and experience it.”

“You can live on the sidelines, be beige, boring and never take any risks. Or you can choose to Live Mas Fina and live in an extraordinary way,” explains Zak Mroueh, Chief Creative Officer and President at Zulu Alpha Kilo. “You can choose to be interesting, inspired and follow your own path, not someone else’s.”

The campaign launched online last week with a 60-second commercial that was previewed to the brands Facebook community, asking consumers to reflect on how they’ve been living. Phase 1 of the brand’s new website went live simultaneously at www.LiveMasFina.com along with Twitter #LiveMasFina and YouTube channels. National broadcast support began on Monday, March 18th.

Credits:
Spot Title: Live Mas Fina
Client: Modelo Molson Imports L.P.
Clients: Drew Munroe, Stewart Priddle, Lindsay Wilson
Product: Corona Extra
Agency: Zulu Alpha Kilo
Creative Director: Zak Mroueh
Creative Director: Shane Ogilvie
Art Director: Mooren Bofill
Writer: Erin Beaupre
Agency Producer: Melanie Lambertsen
Group Account Director: Kate Torrance
Account Director: Dic Dickerson
Strategic Planner: Shari Walczak
Production Company: Boxer Films / Frank Content
Director: Jonathan Hyde
Executive Producers: Beth George, Danielle Kappy
Line Producer: Maeliosa Tiernan
Director of Photography: Jonathan Hyde
Post Production: The Vanity
Music & Sound Design: Pirate
Music Director: Chris Tait
Sound Engineer: Keith Ohman
Producer: Kate Freed
Song: Lightning Tent
Artist: Wildlife

Original story via Jeff Green, Toronto Star reporter.

Toronto’s terrible commuters, you’ve been warned: move your bags or get ready for some public shaming.
A lifelong TTC rider has turned to social media, taking aim at seat hogs on the TTC. He’s created a new blog, posting photos of riders who steal an extra seat for their lunch bags, purses, backpacks and even dogs.
“I hope your bag is comfortable, a--hole” is a Tumblr blog self-described as “a passive-aggressive reminder that people are the worst.”
“All I’m doing is saying what you’re saying in your head, out loud,” said the blog’s creator, Michael Takasaki, 42, with a laugh.
He admits the language he uses to criticize people’s subway etiquette can be a bit foul, but says he’s just saying what everyone is thinking.

“Why not just call it what it is?” he asks.

Created in March, the blog has more than 40 photos of riders with everything from their lunches to purses, grocery bags, a hockey helmet, a mop bucket and a dog taking up an extra seat on buses, streetcars or the subway.
Photos aren’t just taken by Takasaki himself; he’s also receiving and publishing online submissions from other, similarly disgruntled riders. Takasaki, who works as a senior copywriter, said there’s been a bit of backlash to the public shaming, but for the most part the response has been positive — even from TTC’s head office.
“Public transit requires public contributions that go beyond fares/taxes. Thank you for your contribution,” tweeted TTC spokesman Brad Ross.
“The public does have a say, and they’re not shy in letting us know,” Ross said Thursday.
Takasaki said he’s not the confrontational type, and that he’s doesn’t want to lecture people on how to ride the rocket, though he tries to be a good example.
“I could be the only person on the subway and my bag is on my lap,” Takasaki said. “This isn’t an anti-bag-on-seat thing for me, it’s an anti-a--hole thing.”
Takasaki said he’ll keep the blog going until he’s bored of it. While he’s aware people have called him a whiner and advised him to pull up his “big boy pants,” he doesn’t seem to mind.
“Don’t take it too seriously,” said Takasagi. “I certainly don’t.”

The TTC Rider shame site — http://ihopeyourbagiscomfortableasshole.tumblr.com/
Michael is a Sr. Copywriter at Union, see some of the great work he has done for clients like Nabob, Audi and Pro-Line here at www.mikeandglen.com

A sophisticated and fragile clock mechanism narrate a story about time in this great new ad for Švyturys Extra Beer. Each layer of luxurious clock symbolizes the key stages of brewing. It all starts with the golden barley harvest and ripe hops. Later we find ourselves in the sea side town where brewing tradition has been carried on for many years. Finally all highly polished layers spread out revealing the result of this journey. It’s about time — glowing bottle of beer, crafted in its own time.

Credits:
Client: Švyturys
Creative Agency: Not Perfect | Y&R
Production Company: La Moustache
Director: Rimantas Lukavičius
VFX / Design Comapny: KORB
Music & Sound Design: ECHOLAB
Composers: Tobias Norberg, Gavin Little
Sound Design: Gavin Little, Joe McHugh

Corona Sun Beam project. In Canada, this was the summer that wasn’t, leaving Canadians longing for warm, sun-filled days. We overcame urban architecture, bringing the sun to patios that would otherwise be left in the shade.

Ad agency Risdall in Minneapolis called on the comedic and casting talents of LIMEY Director Nick Jones for its hilarious, new commercial campaign for Affinity Plus. In “laugh-out-loud” terms, the two-spot campaign outlines just how far Affinity Plus will go for clients. The 30-second spots, entitled “Surrogate Mother” and “Human Cannonball,” are currently airing regionally.

With its new commercials, Affinity Plus unabashedly takes a shot at its larger banking competitors via parody. The first spot, “Surrogate Mother,” parodies the traditional testimonial spot, opening with a “real” couple at home explaining how “their” bank goes the extra mile for them. The story takes an unexpected turn as they explain that at Affinity Plus, their banking agent goes so far to help her clients that she happily carries their baby. In “Human Cannonball,” when an Affinity Plus Account Manager asks what else he can do for his client, he finds himself stuffed into a cannon and takes flight.

Brave comedic parody from a credit union makes for great fodder for a comedy Director like LIMEY’s Nick Jones. Well-known for his stellar casting eye, Jones was able to work with JR Casting in Minneapolis to find just the right actors for this campaign, and their performances truly bring the spots to life. It was of particular concern for Director and creative team alike that the viewer got the parody. Affinity Plus as a credit union were very comfortable taking pot shots at the “big banks,” but it had to be handled just right.

“We all --agency and Production Company alike — had a great deal of fun shooting these spots together,” says Andrew Denyer, Executive Producer/Owner of LIMEY. “The scripts were particularly well crafted when we received them and Nick certainly managed to take them to the next level.”

“It was a blast!” comments LIMEY Director Nick Jones. “The scripts were a dream to receive, and even more so to get the green light to shoot them. The ideas were so strong from the outset, that it was just a real pleasure discussing how to make the films unique, original, funny and totally surprising. What could be better than discussing how to top a surrogate mother gag with a ‘pregnant man’ gag.”

According to Jones, the ‘Human Cannonball’ spot was the more intense of the two. Visual effects, stunt work, audience, dialogue, lighting changes, etc, were all incorporated into the spot, and shot in just one day. “All in all, a great agency, great fun, and we ended up with some really great commercials. I’m chuffed!” concludes the Director.

Credits:
Client: Affinity Plus
Spot Titles: “Surrogate Mother”: 30; “Human Cannonball”: 30

Ad Agency: Risdall/Minneapolis
Creative Director/Art Director: Matt Bergen
Copywriter: John Neumann -
Producer: Tammy Auel
Production Company: LIMEY
Director: Nick Jones
Executive Producer/Producer: Andrew Denyer
Director of Photography: David Schnack
Editorial Company: Schnitt, Inc
Editor: Charley Schwartz
Producer: Jill Asp Dotseth
Post Production Companies
Ring of Fire
Drive Thru

If you love Formula 1 racing then you'll want to turn your speakers up for this spot.
Rattling Stick's Ivan Bird captures the thrills and drama of Formula 1 in this cinematic advert/ad out of Brothers & Sisters for Sky's launch of its Sky Sports F1 HD channel in the UK. The commercial will have an interactive element when broadcast: Sky customers will be able to press buttons on their remotes to watch the full film or download extra content to their Sky boxes. The campaign will also include Augmented Reality and a 3D installation in West London.

Credits:
Agency: Brothers and Sisters
Client: Sky
Director: Ivan Bird
Production Company: Rattling Stick

The Toyota Tacoma has earned quite a reputation among pickup trucks, which is quite a feat in a market that has been traditionally dominated by American brands like Ford, GMC, Dodge, and Chevrolet. And because competition is stiff in the segment, manufacturers often craft ads trying to convince consumers that their truck as the strongest and most durable currently available. While they all use words like “tough” and “rugged” to describe their vehicles, Toyota goes that extra mile in their most recent Tacoma commercial to bring those words to life. The ad provides a humorous twist to the theme of durability in what is sure to be one of the most memorable automobile commercials of the year.
Set on a beach below a steep and rocky cliff, the commercial’s opening shot is of four young adults taking a joyride through the sand. Made to appear as if viewers are witnessing a home video, the truck’s passengers hoot and holler while their Tacoma kicks sand high into the air. The scene abrubtly ends as if someone began taping over the home video and cuts to a young woman, presumably the truck owner’s girlfriend, who begins to air her frustrations about “Mike” and his “precious four-by-four, hang-out-all-day with your stupid friends truck.”

She continues her rant making fun of Mike for describing the truck as “totally sick,” and her extreme jealousy is more than apparent to viewers. It immediately becomes clear she is going to teach Mike a lesson by showing him what she really thinks of his Tacoma. At this point, viewers are sympathizing with the young woman and probably thinking of their own significant others’ prized possessions. This sympathy turns to shock, however, when at the end of the girlfriend’s rant, she turns away from the camera towards the top of the cliff and yells “push it!”
The 2012 Tacoma bounces and flips over boulders and outcroppings, at one point somersaulting repeatedly down the hill, and the whole time the girlfriend is wildly screaming her approval. A few seconds later, when the truck makes it to the bottom of the hill, it miraculously lands right side up and seems undamaged by its rocky decent. The girlfriend screams “Noooo!” and the commercial ends with these words on the screen, “Tacoma Double Cab: Toyota Get the Feeling.”
Obviously the commercial is a hyperbole, no pickup truck would survive such a fall unscathed. However, with it’s comedic exaggeration, Toyota has created a vivid image in the mind of the consumer. The message that the Tacoma is the toughest, most durable truck available comes across loud and clear.
This guest post was provided by Brittany Larson of Toyota of Turnersville.

Credits:
Ad Agency: Saatchi & Saatchi, Los Angeles

Fisherman's Friend launched a funny new commercial that features a couple saying their goodbyes at a train station, with the man needing an extra kick from a Fisherman's Friend before he says hello to his other girlfriend.

Credits:
Creative Ad Agency: Alfred
Director: Rogier Hesp
Production Company: Caviar
DOP: Steve Walker

In India, ad creatives at JWT come up with this brilliant (not) print ad campaign for the Ford Figo depicting the likes of former Italian Prime Minister Silvio Berlusconi, Paris Hilton and Formula 1 driver Michael Schumacher leaving their worries behind them. Hilton and Schumacher I can live with, maybe even grin a bit, but the Berlusconi version I find offensive considering his past. Is anyone at Ford approving this crap or is it a free for all in India?

Credits:
"Leave your worries behind. With Figo’s extra-large boot."
Advertising Agency: JWT, New Delhi, India
Creative Directors: Bobby Pawar, Vijay Simha Vellanki
Art Director: Supriya Berry
Copywriter: Binoy S. Sarkar
Illustrator: Nithin Rao Kumblekar

This campaign follows on from its predecessor by giving more substance to the “Bank in your Favour” as it reveals how Knab is helping its clients to get the most out of their money.
“Our previous campaign was primarily focused on conversion and this contributed to a tripling of our customer base. This time we wanted the campaign to put Knab into context and highlight the fact that we are an online challenger,” says Leslie Hogeveen, marketer at Knab.

“In addition to the requested content, we also looked for a way that visually supports Knab in its role as an online bank. We ultimately chose to portray the dynamic lifestyle of the target audience through their interaction with online devices and screens. There are three 40-second commercials, each one of them centred around one of the following Knab bank advantages: double the interest (on both current and savings accounts); a fixed monthly banking fee with no extra charges; and the online bank switching service,” Fitzroy’s Jur Baart explains. “With such a distinctive campaign, we can see it surpassing the success of the last one.”

Creative Credits:
Ad Agency: Fitzroy, Amsterdam

Nuggets of Nostalgia: DickiesStore Discovers Marketing Material from Decades Ago Having recently happened upon an archive of advertising artefacts, DickiesStore is happy to release a wealth of ad campaigns from as far back as the 1930s. This treasure trove of relics has got many retrophiles revelling in the rich history of this couture-centric print media that has been unearthed.
Although the sentiment and commitment to designing top quality workwear and fashion forward casual wear has remained consistent throughout Dickies’ history, these newly discovered gems clearly trace the ebb and flow of advertising and marketing methods over the past 90 years.
The Williamson-Dickie Manufacturing Company faced challenging times in its early years, as the Great Depression was crippling the US economy. But as sturdy and tough as the workwear they were designing, the company weathered the storm and set a benchmark in the industry, marketing themselves as the all-American clothing brand.
As the 50s came around a great emphasis was placed on Dickies being the premium retailer of attire for the “man of production”. On a societal level times have changed dramatically since then but at that point [see image 2] advertising clearly addressed the fact that Dickies manufactured workwear that was easy wearing, easy looking and easy to maintain.
Dickies advertising of the 1960s shifted focus somewhat, catering towards the cool kids on campus. The brand identified that scholars wanted to look good and feel comfortable both in and out of class.
As they introduced imagery of motorcycles and sports cars, the marketing material from the late sixties that DickiesStore recently uncovered clearly spoke to an audience who led a care-free but fashion conscious lifestyle.
In the late 70s and 80s the Dickies brand broke through with a range of funky apparel that really identified with the pop generation. Dickies exemplified what it meant to be hip, cool and colourful. This sense of fun went hand-in-hand with their continuous pursuit of producing durable and comfortable clothing. Dickies also began more powerfully introducing their iconic logo — the horseshoe – into their campaigns and although it represents a solid, reliable product, when it comes to the manufacturing of top quality workwear, Dickies isn’t in need of any extra luck. via: DickiesStore Blog.

Carmelo Anthony hires a team of "extra Melos" to wear all his Approved Foot Locker gear at the same time in the new Foot Locker TV ad. The Tear Away commercial featuring James Harden and Russell Westbrook with the mustard is below.

James Harden likes to keep his Approved Foot Locker gear fresh. Russell Westbrook tests the limits of that dedication. So he always wears more than one. The Beard wins. Approved.

The third commercial entitled "Yacht" features Westbrook, Harden, Love and even Chris Bosh is the best of the Foot Locker ads.

Russell Westbrook, James Harden and Kevin Love are sporting new Foot Locker Approved gear. There's no way they're getting it wet. Chris Bosh wants to see how far they'll go.

And finally, here is a quick behind the scenes video of the four NBA stars from the making of the "Approved" spot.

Credits:
Advertising Agency: BBDO, New York, USA
Chief Creative Officer: David Lubars
Senior Creative Directors: Chris Beresford-Hill, Dan Lucey
Associate Creative Director / Copywriter: Alex Taylor
Associate Creative Director / Art Director: Jason Stefanik
Executive Producer: Anthony Curti
Assistant Producer: Lawrence Chen
Music Producer: Melisa Cheste

Foot Locker Approved | Behind The Scenes

Kellogg’s Special K is launching a new advertising campaign to mark its first recipe change in over 30 years. Created by Leo Burnett, the stop-frame animation showcases the iconic Special K box transforming into beautiful origami shapes. ‘The Box’ campaign will break in the UK on June 3rd and then roll out across European markets, including Spain, Italy and France. It includes 20” and 30” TV adverts and press, radio, VOD and digital.
The new campaign will show the Special K box created out of origami, folding and unfolding to create elegant butterflies, birds and the famous Special K girl.
The origami is a metaphor for the transformation of Special K, and a nod to the brand’s evolution. Special K has added an extra grain to all of its cereals and evolved from a two to a three-grain recipe, with all of its products now including wholegrain. Media for the campaign is handled by Carat.

Credits:
Advertising Agency: Leo Burnett
Creative Director: Karen Reed and Natasha Ali
Executive Creative Director: Mylene Pollock
Copywriter: Liam Bushby and Alison Stevens
Art director: Liam Bushby and Alison Stevens
Account team: Carly Pritchard, Dominique Gomes, Sofia Sarkar
Project Manager: Gaynor Goldring
Planner (creative agency): Olivia Heywood and Charlie Kirkbride
Agency Producer: Serena Schellenberg
Production Company: Hornet
Director: Peter Sluszka
Photographer: Dan Tobin Smith
Prod co Producer: Zack Korteight
Music & Sound Design: Regina Spektor
Post Production: Hornet inc.
Making of: Copper pot pictures

Aspirin ads were wrapped on the backs of buses all around the city of Toronto. The ads used brake lights to exaggerate the pain caused by headaches. When the buses braked, the lights lit up to highlight the throbbing pain. As Toronto is one of the worst cities for traffic, the message especially hit home for commuters stuck behind these buses.

Credits:
Advertising Agency: BBDO Toronto, Canada
Agency website: http://www.bbdo.ca
Advertised brand: Aspirin
Title: Aspirin Headache Lights
Headline and copy text: "Aspirin Extra Strength for headaches."
SVP Executive Creative Directors: Carlos Moreno, Peter Ignazi
Art Director: Jonathan Guy
Copywriter: Frank Macera
VP, Account Director: Steve Groh
Account Supervisor: Nevena Djordjevic
Production: SGL Communications
Client: Bayer Inc.

After success branding the hotelier last year, Grey re-approached Holm to direct its latest campaign, this time shooting in Istanbul. Supply&Demand flew Holm over early to allow an extra week of scouting before the job awarded. That gamble paid off:

“David’s earlier work ended up becoming our style guide for the shoot,” acknowledges creative director Denise O’Bleness on Holm’s eagerness to continually shape ideas. “His images, ideas and research went as far as Marriott’s global print campaign that also uses his beautifully composed shots.”

Holm, a director of photography himself, directed for five days, shooting footage alongside cinematographer Justin Henning, visiting multiple locations to attain the right feel for the brand – the allure of travel, the need for comfort and the security of trusting in Marriott Hotels & Resorts no matter your destination or itinerary.

“It’s great to have an agency like Grey trust us and hire David on a project of this magnitude,” explains Tim Case, Supply&Demand’s Founder / Managing Partner. “We were excited to direct, shoot and also have the opportunity to bring design and animation to the campaign. Trust with an agency is always critical, in this instance to create a world of beautiful destinations for Marriott International's flagship brand.”

Editing was handled by Marco Perez at Union, NY, while Design and Animation took place at ODD (Office of Development and Design) with Holm acting as Creative Director – effects neatly tying in Marriott’s branding iconography, as designed by Grey after winning the account from mcgarrybowen:

“We’ve been working with Marriott to update elements such as the company logo and brand voice,” O’Bleness explains. “David used topographical lines, lens flair and various graphics elements that were taken directly from our designs.”

As for re-hiring Holm for the second campaign, O’Bleness admits there’s plenty of directorial talent out there – but why bother when Holm continues to deliver:

“Lots of good directors to choose from with incredible talent,” she explains, noting how Holm won the work over other heavy hitters. “You never go back to a director unless there are compelling reasons. David is incredibly gifted, quick on his feet and works with what he’s given. He went above and beyond our expectations, as he did in the first campaign. We couldn’t have asked for more.”

Holm continues focusing on new work, currently in the midst of shooting another global campaign for a large multinational brand soon to be announced – all projects allowing him to continually push boundaries as a director:

“I need to take chances, to diversify my work,” says Holm. “It’s about growing as a director – finding the story, setting the bar higher each time I go out there and making it happen the best that I can. Grey really trusted in me on this job, and because of that it really shows in the final product.”

Creative Credits:  
Director / Cameraman David Holm
Executive Producers / Managing Partners: Tim Case & Charles Salice
Executive Producer / Managing Director: Jeff Scruton
Producer: Ari Hakim
Cinematographer: Justin Henning
Head of Production: Nathan de la Rionda

Agency // Grey Group
CCO: Tor Myhren
ECDs: Jan Egan & Ron Castillo
CD: Denise O'Bleness
Copywriter Emily Goldenberg
Director, Broadcast Production Bennett McCarroll
VP / EP: Kim Kietz
AP: Sophia Pellicoro
Casting Director: Nina Pratt
Senior Music Director: Zack Pollakoff
EVP: Chris Hinkaty
VP: Hope St. Clair
AE: Ben Krame
AAE: Joe Colandrea

Post Production // ODD, NY
Creative Director: David Holm
Executive Producer(s): Tim Case & Charles Salice
Head of Production: Matthew Turke

Editorial // Union
Editor: Marco Perez
Senior Producer: Sara Mills

Nice Shoes recently shot and animated a film for The Partnership at Drugfree.org to help convey the organization's message of the benefits of athletic mentorship and positivity. Through interviews with kids, teenagers, adults and professional NBA coaches Avery Johnson and Lionel Hollins, the importance of healthy competition among kids, teens and young adults was brought to life through first-person stories.

Nice Shoes handled the production, edit and post duties and filmed the kids at the Nice Shoes insert stage. The company then tapped into its post-production expertise to place those featured into a pencil-drawn, cell-animated world.

"Our goal in designing the graphic treatment was to create a visually interesting presentation — something that conveyed both the energy and the common but extraordinary experience of playing sports," noted Nice Shoes Director/CD Brian Bowman.

The video was featured as a visual centerpiece of The Partnership at Drugfree.org's inaugural "All-Star Tasting" event, a unique gathering of all-star athletes and celebrity chefs that took place at Astor Center in New York City on June 27, 2012.

"When you're working with an organization that is advancing such a great cause, there is an extra bit of gratification," stated Bowman. "The fact that we could handle every part of the process from concept to completion is a tremendous source of pride for everyone here at Nice Shoes."

Credits:
Client: The Partnership at Drugfree.org
Production/Post Production: Nice Shoes
Director: Brian Levi Bowman
Art Director: Lucien Yang
Producer: Kristen Martini
Designer: Kit Lam
Animator: Andy Mai
Animator: Seehun Jeon
Editor: Brian Bowman
Sound Design and Mix: Sound Lounge

Attribution: Written content created by TRUST: http://www.trustcollective.com
Under Creative Commons License: Attribution Share Alike

Green Bay Packers' Greg Jennings is the new face of the Old Spice "Believe in your smellf" commercial campaign entitled "Film", Jennings plays frisbee with Rosco the dog on a movie a set and explains how to be the star of your own life.

The "official deodorant and body wash" of the NFL, Old Spice tapped Jennings (according to Old Spice North America brand manager Jason Partin in a press release) because he "embodies the true spirit of a champion, and this campaign is designed to reach NFL fans in need of a little extra confidence when tackling whatever life throws their way."
“Approaching life with a winning attitude has helped me achieve my goals and conquer any challenge that I've been faced with," says Jennings in the release. “I’ve always been a huge fan of Old Spice and jumped at the opportunity to work with them on this campaign. I think NFL fans will get a kick out of seeing me in some pretty compromising situations in these commercials."

With the goal of increased acceptance for the Down syndrome community, this film was created to challenge the associated stigmas. People with Down syndrome can, and do, lead meaningful, happy lives.

Circle 21 is non-profit organization, established in 2012, which provides support and resources, for the global Down syndrome community.

Credits:
Advertising Agency: Juniper Park, Toronto, Canada
Executive Creative Directors, Partners: Terry Drummond, Alan Madill, Barry Quinn
Copywriter: Matt Hubbard
Art Director: Mike Schonberger
Designer: Ryan Teixeira
Agency Producer: Wendi Hamilton
Account Executive: Deniz Melen
Production House: Sons and Daughters
Director: David Quinn
Line Producer: Scott Houghton
Director of Photography: Chris Muir
Executive Producers: Dan Ford, Jeff Darragh
Editing House: Panic and Bob
Editor: Mariam Fahmy
Transfer Facility: Notch
Colourist: Jason Zukowski
Online Facility: Panic and Bob
Online Artist: Andrew Hobbs, Barry Potter
Audio House: Pirate Toronto
Audio Director: Chris Tait
Audio Producer: Tyna Maerzke
Original Music: Pirate Toronto
Engineer: Ian Boddy

Press:
IKEA, the leading home furnishing company, today announces the launch of a new cross-platform advertising campaign titled ‘Bright, shiny colours’, which aims to inspire the nation to bring life into their homes with inspiring new home furnishing solutions available in-store this autumn season.
The campaign coincides with the launch of the new 2013 IKEA Catalogue and launches with a TV advert in the UK and Ireland on September 8, during the ‘X-Factor’ on ITV1. Three versions of the advert have been produced and include 60” and 30” adverts that run until October 7, as well as a full length two-minute ‘music video’ running exclusively online at http://www.youtube.com/ikeauk.
The ‘Bright Shiny Colours’ advert, created by the agency Mother, tells the story of a woman who goes on a magical journey through the new IKEA Catalogue. The woman’s home starts out in beige and white before we see her step ‘through the catalogue’ and into a Technicolor IKEA showcase full of inspiring designs. When she emerges from the other side she has bags of inspiration to transform her home.

The advert is shot like a music video and pays homage to great dance sequences from the films Flashdance and Singin’ in the Rain, as well as the legendary Top of the Pops dance troupe Pan’s People. The music, ‘Bright Shiny Colours’ was originally a Shirelles track, but was given a modern re-working by quirky band 99 Trees.
The campaign will be supported by other activities in owned media platforms including the IKEA FAMILY loyalty programme, the IKEA Website and in-store communication, as well as through earned media with PR activities.
Peter Wright, IKEA UK and Ireland Marketing Manager, said, “With the new season approaching we adapt our homes to make them cosier as more time is spent out of the cold. But that doesn’t mean our homes have to look and feel the same all year around. We want our new campaign to demonstrate that it’s easy and affordable to bring new life into your homes, through showcasing in a fun and surprising way the many new products and solutions we have available in the new Catalogue and our 19 stores, which will ultimately give them a reason to reconnect with IKEA.”
The campaign was developed with the new functionality of the 2013 IKEA Catalogue in mind, which now includes a range of extra interactive content. Readers can use their smart-phone to get even more inspiration when holding it over the page, for example looking behind closed doors, changing curtains or even viewing demo films, pictures and 3D content, all accessible by using the IKEA ‘app’ for Iphone and Android.
Freddy Mandy, a creative at Mother, said: “We got excited by the bright, colourful new range of IKEA products and wanted to make a film that showcased them in an exciting way. Working with David Wilson and 99 Trees allowed us to make something that feels fun and energetic. It brings to life what we think it would be like to take a trip through the new IKEA Catalogue.”
IKEA also recently updated its website, www.IKEA.com, with a mobile version as a result of increased mobile traffic to the site. Customers can browse products, create shopping lists, find the latest offers and locate their nearest store with the updated user-friendly mobile site.
Credits:
Creative Agency: Mother
Art Director: Mother
Copywriter: Mother
Planner: Mother
Agency Producer: Mother
Director: David Wilson
Production Co.: Blink Ink
Producer: Patrick Craig
Editor: James Rose
Editing House: Cut & Run
Post Production: MPC
Animators & Illustrator: Jonathan Harris, Michael Zauner and Nick Edwards
Audio post-production: Sam Ashwell @ 750mph
Sound Design: Sam Ashwell @ 750mph
DoP: Marc Gomez Del Moral